Attributes of customer analysis

• Inherently granular - it is data about each individual distinct customer, not aggregated patterns
• Behavioral - don’t measure demographics, look at individual behavior, actions
• Forward-looking - prediction, not just description. What are my customers going to do next?
• Multi-platform - integration of many different modes, online/offline (1)

References: 1. https://www.coursera.org/learn/wharton-customer-analytics/home Customer Analytics, Week 5, Eric Bradlow, Video: The Future of Marketing is Business Analytics